BEVERLY — Trick-or-treat? That was the question when Halloween City opened last fall in the former Borders bookstore in Beverly.
But seven months after the seasonal subsidiary of Party City debuted at 2210 W. 95th St., plans to convert the long-vacant building to a year-round party supply store appear dead, said Ald. Matt O'Shea (19th).
Party City "just stopped returning phone calls," O'Shea said Tuesday.
Halloween City took over a portion of the 25,000-square-foot store in early September. The two-story building once served as an anchor of the 95th Street shopping district. It was vacant for nearly four years before the pop-up shop debuted.
O'Shea was skeptical about Halloween City, but he later asked residents to support the store in an email blast.
"While many residents may be hesitant to patronize a store like this, I hope that you will stop in to help demonstrate that a permanent Party City would thrive in Beverly," O'Shea wrote in his email.
O'Shea was told the store would be selling fake blood, decorative skeletons and kids costumes in an effort to test the market. If sales impressed, Party City would consider opening a traditional party store.
The alderman had his doubts. But after shopping the former Borders building to an array of potential users, he lamented that perhaps Party City was the best possible fit.
O'Shea said he had discussions about the property with several high-end grocery chains, including Whole Foods, Trader Joe's and The Fresh Market. Those unsuccessful talks were followed by meetings with retailers such as Crate & Barrel, HomeGoods and Barnes & Noble.
When those discussions ended, O'Shea turned to the wellness industry, approaching health clubs LA Fitness and XSport Fitness.
By the time Halloween City opened, O'Shea was ready to consider Party City as a real possibility. After all, a party supply vendor would certainly be better than an empty building.
Now as the search for a tenant begins anew, O'Shea said he would not be sending any emails in support of Halloween City this fall.
He admitted that he can't block the seasonal store from opening if the retailer meets all the city requirements, but he doesn't have to help either.
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